JIGAR SHAH Morning Star Case Analysis

The Morning Star Company Case Analysis
 Company: The Morning Star Company,
 Year: 1970
 Founded By: Chris Rufer, President of The Morning Star
Company
 Goal: To be the dominant player and achieve success through its unique self management approach.

CASE SUMMARY
The Morning Star Company was founded as a trucking company hauling tomatoes and peaches from farms to processing facilities. Morning Star Company manages the company by following
a. Field to Factory Freshness and Efficiency
b. Excellent Customer Services
c. Cost Effectiveness and d. Single Product Line
Colleague Principles
Each Morning Star Colleague commits to the following:
1. Mission.
2. Individual Goals and Teamwork.
3. Personal Responsibility and Initiative.
4. Tolerance

5. Direct Communication and Gaining Agreement.
6. Caring and Sharing:
7. Doing what is Right.

Recommendations:
 On the side of sales growth, Morning star Company though doing well should keep a constant watch out for new entrants and its competitors.
 Constant innovation should be done to maintain its leader position.  Implementation of the self-management approach should be very flexible and beneficial to the company for which it is essential to check the outcomes and make necessary
changes.